create a content marketing strategy your customers will love, in 7 steps

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Create a Content Marketing Strategy Your Customers Will Love , in 7 Steps

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Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.

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Page 1: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Create a Content Marketing

Strategy Your Customers Will

Love, in 7 Steps

Page 2: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

ConvinceAndConvert.com

Page 3: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content Marketing Isn’t New

Page 4: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

How to keep your plants watered on vacation, circa 1910 (from U.K. cigarette company)

Page 5: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

How to keep your plants watered on vacation,

circa 2013 (from Lowe’s, via Vine video)

Page 6: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content Creates Trust, and This Has Always Been True

Page 7: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

And Trust is the Filter Through Which All Business Success

Must Pass

Page 8: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Our Emphasis on Content is What’s New

Page 9: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content  Marketing  Institute,  2014

Nearly a third of B2B marketers are spending 25% of their budget (or

more) on content marketing

Page 10: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Why? !

The Old Ways of Marketing Don’t Work (like they used to)

Page 11: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Top-of-mind Awareness is Difficult

and Expensive

Page 12: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Inbound Marketing is Only Half the

Battle

Page 13: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Inbound marketing doesn’t create demand for your products, it simply fulfills it. Nobody goes to Google

and says “just surprise me.”

Page 14: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content Marketing Works if it is Useful,

Inspirational, Motivational.

Page 15: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

if

you have a documented strategy

Page 16: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content  Marketing  Institute,  2014

83% of B2B marketers have a content strategy, but only 35% have it

documented

Page 17: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

let’s fix that

also, my company - Convince & Convert - creates killer content marketing strategic plans for some of the most interesting companies in

the world. !!

ConvinceAndConvert.com

Page 18: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content Marketing Strategy in 7 Steps

objectives 1what’s your one thing? 2

measurement 3audiences 4

audience needs 5content executions 6

content amplification 7

Page 19: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

1Objectives

Page 20: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Why are you doing this at all?

Page 21: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Is Content Marketing going to

increase awareness?

Page 22: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Is Content Marketing going to

increase sales?

Page 23: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Is Content Marketing going to

increase loyalty?

Page 24: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content objectives are all over the board. Don’t do that. Pick a rationale for content marketing

and stick with it.

Page 25: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: the goal is NOT to be good at content.

!

The goal is to be good at business because

of content.

Page 26: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Because of content marketing, our customers

will _______, our prospective customers will

________, and our business will _________.

document this:

Page 27: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

2What’s Your One Thing?

Page 28: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Guess what? Someone has already thought of

your great idea.

Page 29: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

What’s special about YOU and YOUR content?

Page 30: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

It’s usually not your products and

services

Page 31: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Your “ONE THING” is the soul of your

company that shines through all your

content marketing

Page 32: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Give yourself permission to make

the story BIGGER

Page 33: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

How to buy a used car infographic….from a

locksmith!

Page 34: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

People will care about our content because of

_______. Our content will inspire and motivate them because of _________.

document this:

Page 35: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

3Measurement

Page 36: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Your objectives dictate your metrics

Page 37: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

If your objective is brand awareness, you must measure

that, not something else

Page 38: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

The 4 Categories of Content Marketing

Metrics

Page 39: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: if you want to track

behavior, you have to do something that is trackable

Page 40: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

!

!

!

ConvinceAndConvert.com

Page 41: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Don’t track everything. Track a

few things that actually matter

Page 42: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

We will know our content is working because we will

track _______, ________, and

____________.

document this:

Page 43: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

4Audiences

Page 44: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Your objectives also dictate your audiences

Page 45: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Use personas to model your desired

audiences

Page 46: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Who are they? What do they like? How

do they spend their time? What

influences them?

Page 47: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

The audiences for our content marketing are

described by this persona (_______), this persona

(_______), and this persona (_______).

document this:

Page 48: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

5Audience Needs

Page 49: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

What content do your audiences WANT

from you? !

What is Youtility for them?

Page 50: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Youtility is marketing so useful, people would

pay for it!

!

!

YoutilityBook.com (free resources)

Page 51: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Multiple sources to find audience NEEDS: !

• Web analytics (popular content) • Internal search data • Search analytics (popular search terms) • Social listening • Sales/customer service • Customer interviews

Page 52: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: don’t settle for data.

!

Get real insights.

Page 53: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Organize your audience needs by

persona and buying stage

Page 54: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Purchase!

Confirmation!

Interest!

Awareness!features

price

suitability  and  risk  avoidance

Page 55: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

How much content do you need?

Page 56: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Personas X Buying Stages X Questions per Stage

Page 57: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Personas (5) X Buying Stages (4) X Questions per Stage (5) = 100 pieces of content

Page 58: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Don’t be afraid to pursue

Cooperative Content

Page 59: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Instagram photo posted by dog lover, and noticed by

NestlePurina’s Beggin Strips brand

Page 60: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

With permission, Beggin re-crops photo and posts

to it own Instagram account

Page 61: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Beggin then re-crops again, adds watermark and

headline, and posts to its Facebook page. Cooperative

Content at work!

Page 62: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Employees are also a great source of

Cooperative Content

Page 63: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Our buying stages are_______,

_______,_______ and ______. We have listed all the questions our personas need to move through each

stage here: _______.

document this:

Page 64: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

6Content Executions

Page 65: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: don’t do this step

out of order. !

You don’t have to have a blog, you have to satisfy

audience needs.

Page 66: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Use personas and audience research to

determine optimal content types

Page 67: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content  Marketing  Institute,  2014

What works in content marketing

varies considerably.

Page 68: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: don’t rely on other people’s case

studies…do your own research

Page 69: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: if you only pay attention to averages, you’ll

always be an average marketer

Page 70: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Two main types of content executions:

Bricks Feathers

Page 71: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Bricks are: !

• Heavier • More permanent • More production value • Passed along and saved • Usually targeted closer to decision

Page 72: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Purchase!

Confirmation!

Interest!

Awareness!features

price

suitability  and  risk  avoidance

Page 73: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Feathers are: !

• Lighter • Disposable • Less production value • Usually targeted at initial stages

Page 74: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Purchase!

Confirmation!

Interest!

Awareness!features

price

suitability  and  risk  avoidance

Page 75: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

This very detailed research

report is a brick

Page 76: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

This blog post is a feather

Page 77: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Unless personas have VERY clear content format preferences, consider atomizing

content across multiple types

Page 78: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: you can take your bricks and turn them into many

feathers, in many places

Page 79: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

The BBC now creates 15-second news stories with Instagram video. A BBC television broadcast is a brick. This is

a feather.

Page 80: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Create a content planning worksheet: Date

Format/Channel Author

Description Persona(s)

Audience Need(s) Funnel Stage Call-to-Action Measurement

Page 81: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Page 82: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Page 83: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: define WHAT you want

content consumers to do next

!

Page 84: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Put your content strategy on a

detailed calendar with views by week, month, quarter, year

Page 85: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Excel or Google docs at first, dedicated

software eventually for calendaring

Page 86: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

For each audience need, we will create content in one or more ways, and will create

a worksheet to organize content, timelines, and

calls-to-action.

document this:

Page 87: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

7Content Amplification

Page 88: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

The fact that you created some

content does NOT mean anyone will see

it (or care about it)

Page 89: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: Content is fire.

!

Social media is gasoline.

!

Page 90: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

You must market your marketing and create a distribution plan for each piece

of content

Page 91: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Amplification options:Employees’ social Customers’ social Email (internal +

external) Organic search

Paid search Display ads

Organice social Paid social

Guest posts Earned meda (PR)

Offline ads

Page 92: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

For this piece of content, we will amplify it with

______, ______, and ______.

document this:

Page 93: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Content Marketing Strategy in 7 Steps

objectives 1what’s your one thing? 2

measurement 3audiences 4

audience needs 5content executions 6

content amplification 7

Page 94: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

Remember: your job is not to make brochures

!

Your job is to tell interesting and

informative stories.

Page 95: Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps

ConvinceAndConvert.com

how can we help you?